American International College Athletics Unveils New Athletics Brand Identity
SPRINGFIELD, Massachusetts - The American International College (AIC) Department of Athletics unveiled its new athletics brand identity to the campus community and public. The new sleek and modern designs allows for capitalization of the AIC brand with the new bold and distinctive lettering and modernization of the beloved mascot, "Rex." As AIC strives for excellence and competitiveness in its athletics programs - and in conjunction with the athletics-focused pillar in the 2022-2027 strategic plan - brand consistency and quality are crucial to position the college alongside top-tier local and national rivals.
For more than two decades the brand of AIC Athletics has remained largely unchanged at its core - while minor modifications and variations have led to inconsistency across various platforms. Over the last several months, the Marketing and Communications department has conducted extensive research on competitors, best practices, and versatility in reforming the Athletics brand. The results of these efforts is the creation of a new primary brand identity centered on a new 'AIC' logo and a reimagined 'Rex' mark.
"We are excited to refresh AIC's athletic branding. This new approach simplifies and aligns our identity across all settings, makes a statement about who we are, and will increase the impact of the AIC Athletics brand," says American International College Director of Athletics, Jessica Chapin. "Being able to start fresh with a new brand identity allows us to streamline our branding, which included a mashup of different logos from throughout the years."
The new brand identity will immediately begin on social and digital platforms, uniforms, and apparel. The rollout of the new branding will happen over several sports seasons in a phased approach. The wordmarks and new mascot logo are being unveiled now so that apparel and team gear can be available for the upcoming 2023 Fall semester. Ultimately, this is an opportunity to reposition AIC Athletics as a competitive, professional enterprise that current and prospective students, fans, and alumni will want to be a part of.
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